PSG: how Paris Saint-Germain keeps growing its global audience, season after season

For more than a decade, Samba Digital has been in charge of Paris Saint-Germain’s Facebook and X strategy in English and Spanish, and leads the club’s Portuguese-language accounts for Brazil. The objective has never changed: make PSG shine everywhere in the world.

What has changed is how you get there. For years, global stars did much of the work. When the last of them, Kylian Mbappé, left in 2024, the question was simple: can a club keep growing internationally without a headline superstar? Two seasons later, the answer is yes.

One club, three languages, three strategies

We don’t translate PSG. We localize it. Each language account has its own voice, heroes and cultural references.

English: reactive and culturally relevant. In 2024–25, the English accounts reached 10.7M Facebook followers and 5.3M on X, with 150M impressions on X. The Champions League win over Inter Milan was the historic peak, and our “History made” post generated 183K engagements. In 2025–26, we built on that momentum: +42% engagement and +13% impressions on X, +38% engagement on Facebook, 2M new Facebook followers and 228M impressions across all platforms.

Spanish: video-first for Latin America. Mexico, Argentina and now Ecuador, home of Willian Pacho, remain PSG’s most loyal Spanish-speaking markets. In 2025–26 we published fewer posts on X, yet impressions rose 62% to 142M, engagement 46% and video views 272%. On Facebook, Spanish content was the best performer across all regions: +144% impressions and +132% engagement year on year, plus 700K new followers.

Portuguese: celebrating Brazilian identity. Even two years after Neymar left, Brazil remains a priority. We focused on captain Marquinhos, local legends and new arrivals, then leaned into the momentum of Portuguese-speaking stars Vitinha and João Neves. In 2025–26, the Portuguese accounts generated 93M impressions and 2.7M engagements on X, and grew to 4.8M Facebook followers. Our “Don’t tap” post after the Champions League win over Chelsea became the most engaged X post of any PSG account that season, with more than 300K engagements.

Adding TikTok to the mix

For over a year, we have also been producing TikTok edits for PSG: around 15 per month, using global trends and, when relevant, local LATAM ones. The club recruited 4.9M new fans on TikTok during the 2025–26 season.

Why it works

PSG’s international growth rests on three principles any club can apply:

• Localize, don’t translate. Each market gets its own players, humor and trends.
• Quality over volume. Fewer, stronger posts outperformed a higher publishing rate.
• React at the speed of culture. Big wins become global conversations only if content lands in minutes, not hours.

Stars come and go. A well-built international community stays.

Ready to grow your club’s global audience? Talk to Samba Digital.